Harley Davidson Marketing Mix

Introduction:-

Harley Davidson Roadster

Harley Davidson is a leading premium motorcycle brand of the world. It’s known all over the world for its high performance, heavyweight motorcycles. The luxurious motorcycles of Harley Davidson are known for both their style and technology. The motorcycle brand was founded in 1903. It is headquartered in Milwaukee, Wisconsin, USA. The company has brought a nice large range of luxurious motorcycles to the market. While US is its leading market, the company is also famous in other corners of the world. As a motorcycle brand, it enjoys very high level of brand awareness and part of its fame can be attributed to its use in Hollywood movies. Superstars like Arnold Schwarzenegger and several others could be seen riding one of those heavy weights in several hollywood blockbusters including the Terminator movies.

This drives higher brand awareness. It is also why Harley Davidson belongs to a distinct category of bikes which are considered a symbol of personal freedom, style and luxury . [LEARN MORE ABOUT HARLEY DAVIDSON BIKES]

This is a marketing mix of Harley Davidson analysing the four P’s – Product, Place, Price and Promotion.

Product :-

Harley Davidson makes and sells premium heavy weight motorcycles which are just as good in terms of performance as they are in terms of looks. These bikes are famous all around the world for their large build and the distinct riding experience they offer. Due to the stylish make, these bikes have remained a favourite of movie and sports stars. The company manufactures and sells custom, cruiser and touring motorcycles that feature leading-edge styling, innovative design, distinctive sound, and superior quality. Moreover, the customers can personalize their bikes. Apart from that the company also offers financial services for its customers through its Harley Davidson Financial Services. The company also sells parts and accessories as well as riding gear and apparel. Harley Davidson has brought a large range of bikes in various categories. Here is a brief list of the leading models:

Harley Davidson Street Bikes:

Street 500

Street 750

Street Rod

Harley Davidson Sportster Bikes:

Superlow

Iron 883

Iron 1200

1200 Custom

Forty Eight

Forty Eight Special

Roadster

Harley Davidson Softail Bikes:

Street Bob

Low Rider

Softail Slim

Fat Bob

Deluxe

Sport Glide

Fat Boy

Heritage Classic

Break Out

FXDR 114

Harley Davidson Touring Bikes:

Electra Glide Standard

Road King

Street Glide

Road Glide

Road King Special

Electra Glide Ultra Classic

Street Glide Special

Road Glide Special

Road Glide Ultra

Ultra Limited Low

Ultra Limited

Harley Davidson Trike:

Freewheeler

Tri Glide Ultra

Harley Davidson CVO Range:

CVO Street Glide

CVO Road Glide

CVO Limited

Harley Davidson is also working on electric models and its first electric bike is due to be released in August, 2019. This bike is called Livewire and it features a high voltage battery. According to sources, it is a noiseless bike.

Place :-

The headquarters of Harley Davidson are in Milwaukee, Wisconsin, United States. The company also has a large network of dealerships spread throughout the world. The largest number of these dealerships are in United States followed by Europe and Asia Pacific. There are 691 dealerships of Harley Davidson in USA as of 2018. Apart from US, its dealerships are there in Canada, Europe, Asia Pacific as well as Latin America. As of 2018, the company had a total of 1535 dealerships throughout the world through which it sells and services its motorcycles.

Price :-

Harley Davidson bikes are very good in terms of both style and performance. The company uses only good quality raw material to make sturdy and high performing bikes. These products are targeted at the premium segment of the market. It is why they come with a large price tag. The Harley Davidson bikes fall within the $7000 to $40,000 price range. The sportster bike range by Harley Davidson falls within the $9000 – $12000 range, whereas the softail range falls within the $14,000 – $22,000 range. Touring bikes by Harley Davidson are costlier and fall within the $19000 – $29,000 range. The trike range of Harley Davidson is priced above $28,000 whereas the CVO range is priced above $40,000. The premium price tags of these bikes are also related to the premium image of the company . Its products are targeted at the higher end segment of the market. In 2018, the company sold 228,051 bikes of which 132,868 were sold in US.

Promotion :-

Harley Davidson uses both traditional and modern techniques for promotion. However, it uses several unconventional techniques also to promote its brand and products. It uses events in plenty for the promotion of its bikes. Events and promotions are an integral part of its marketing campaigns. Apart from that motorcycle shows and auto shows are also an important channel of marketing for HarleyDavidson. There is a Harley Davidson Museum in Milwaukee where the company showcases its history and the older models of HD bikes. Harley Davidson also organises races including drag races for promotions and to improve brand awareness. The brand utilizes digital channels including social media for engaging its fans. It has got a large number of fans and followers on Facebook and Instagram. Its own website is also a very important marketing channel where people can find information related to individual models as well as their specifications and prices.

Abhijeet Pratap

I have studied Marketing and English Literature and like to write on topics in Business management, Marketing, literature, latest technologies and other areas. I also like to spend my time learning coding.